The Swedish fashion chain Hennes & Mauritz landed a huge deal with collaborating with the glamorous Italian fashion house Versace.

Donatella Versace came to the regent Street branch to launch her designs. Her appearance triggered frenzy among the fashion crowd.  Hundreds of people were pushing to catch a glimpse of her in a tight studded pink leather dress, from the Versace for H&M collection.

The joyful and colourful collection includes clothing items with sequins, studs, leather, lace, fringes with leopard and palm prints.

Fashion in London

Versace for H&M collection

Within 45 minutes many pieces from the hyped limited-edition collection sold out, like the black studded leather dress, the black leather jacket and a sequined mini skirt with the Versace logo on the hemline.

By 7am it was already 220 people queuing up to be the first ones to snatch some of the Versace pieces. The first people started camping outside H&M on Regent Street at 4.45pm on Wednesday. When the store’s doors opened it was 500 people eagerly waiting to get in.

H&M organised the launch well – at the entrance the first 280 people got coloured wristbands to allocate them to different time slots, then 10 people at a time were allowed inside the store where you had to queue again to enter designated Versace rooms for men and women. Inside people were allowed 10 minutes to get a hold of whatever they liked, but just two sizes per item. Everything ran under a strict regime.

Versace for H&M

Donatella Versace at Regent Street Launch

Fashion in London

Shoppers queueing outside